Strategic Marketing Plan for the United States
The Pepsi Carbonated Soft Drink Consumer Demand Promotion
Team 5
Chen, Szuhua (Twiggy)
Xiong, Xitao (Helen)
Ma, Johnny
Tsang, Man
Dwyer, Michael
Executive Summary
A strategic plan for PepsiCo North America is hereby proposed as follows for the
geographical region of the national United States for the Pepsi Soda Product promotion to
consumers between the ages of 12 through 18 years of age.
It will utilize a pull strategy
through the distribution channels to stimulate demand for the Pepsi carbonated soft drink
to the end users as defined to maintain Pepsi’s younger generation of consumers over the
next two decades. The strategic plan will consist of a strategic alliance with The Walt
Disney Company coupled with a pop star endorsement by Hannah Montana and Kanye
West with multiple promotion communication channels and strategies over the next two
(2) years.
The primary competitor, Coca-Cola, has been entrenched in the North
American beverage market and is most commonly consumed by older generations. As
such, Pepsi has been typically been targeted to a younger audience.
As the ‘Pepsi
Generation’ ages, PepsiCo North America should take proactive marketing action into the
younger audiences to maintain the younger generations of soft drink consumption for
decades to come.
The Company History and Related Companies 1
PepsiCo (herein referred to as the ‘Parent Company’) was founded in 1965 via the merger
of two major corporations, Pepsi-Cola and Frito Lay. Subsequently in 1998, Tropicana
was acquired to add the family of brands under PepsiCo.
In 2001, the Parent Company
made yet another bold step in the merger with The Quaker Oats Company, which also
then included the Gatorade Company.
Notwithstanding the Parent Company being
relatively young, several of the brand names under the PepsiCo umbrella have been in
existence for over 100 years.
Through the multiple brand acquisitions and
developments PepsiCo is now a leading conglomerate owning significant market control
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and brand equity in consumer convenience foods and beverages. “PepsiCo brands are
available in nearly 200 countries and territories and generate sales at the retail level of
about $92 billion” (PepsiCo, 2007). Sales volumes are measured on the retail level to
show success of the manufacturing due to the Parent Company utilizing a pull strategy
for its multiple divisions and product lines with a combination of a push strategy. The
current headquarters are located in Purchase, New York.
The multiple corporations within the PepsiCo Family are Frito-Lay North America,
PepsiCo Beverages North America, PepsiCo International, and Quaker Foods North
America.
Frito-Lay North America markets and sells to the subject geographical
regions the following well known brands of convenience foods: Fritos, Lays, Cheetos,
Ruffles, Doritos, Rold Gold, Tostitos, Sunchips, Munchies, Crackerjack, Go Snacks,
Quaker Fruit and Oatmeal Bars, Quakers Corn and Rice Snacks, and even more. While
Frito-Lay North America sells to business, its end user is a consumer who has demand for
a snack food, or convenience food. These are typically found in grocery stores, gas
stations, small markets, vending machines, public schools, and several other distribution
channels.
Several of these products are facing new market changes including a health
conscious consumer movement. Thus, a great diversification of product lines within the
PepsiCo Family is The Quaker Oats Company, merged in 2001, just on the cusp of the
health conscious movement.
Brands include Quaker Oats products, Aunt Jemima
products, and Rice-a-Roni products.
The Gatorade brand rights are legally owned by
this Corporation, yet it is sold and marketed through PepsiCo Beverages North America.
PepsiCo International markets and sells the North American product brands abroad, and
in additional markets and sells the Mirinda, Walkers, Sabritas, Gamesa, etc. and several
others in multiple countries (over 200).
Each of these subsets of brands are
developments of unique products tailored to each geographical culture it is marketed to.
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The focused Corporation of the subject strategic proposal is PepsiCo Beverages North
America. This company was originally founded in 1898 by a North Carolina druggist.
PepsiCo Beverages North America (herein referred to as the ‘Company’) sells several
brands of consumer beverages in the United States and Canada. The various beverage
products span through carbonated soft drinks, juices, readymade teas, isotonic sports
drinks, bottled water, and enhanced waters. Several established brands include Diet
Pepsi, Mountain Dew, Gatorade, Tropicana products, Aquafina Water, Sierra Mist, Mug,
Propel, Sobe, and Dole. Refer to the Competitor Analysis section for in depth product
information and listings.
Outside of manufacturing and selling bottled products, the Company manufactures and
sells concentrates for some of the above mentioned brand name beverage products to
licensed bottlers. The Company has also established strategic partnerships with Lipton
and Starbucks to create, market, and sell ready to drink Lipton tea brands and bottled
ready to drink Starbucks Frappuccino drinks. These are two very powerful example of a
co-branding strategic partnership.
Industry Analysis of the Beverages Market 4
Soft drinks can be divided into carbonated and non-carbonated drinks. Cola, lemon and
oranges are carbonated drinks category. The carbonated soft drink market has been
challenged by a health consciousness movement within American consumers.
Health
consciousness is a very strong growing trend in America, and has created an organic
movement within the drink and food industries.
Within the last five years ending in 2006,
the soft drink market in the United States has experienced 0.0% growth due to this factor.
Since 1975 the overall growth rate of soft drink market has been slowing. (Figure_1) As this
provides a constraint on new market opportunities, it does not constrict maintaining a similar
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level of revenue or slightly improving it. As the current consumer market continues to age,
it is expected there exists a certain level of retention to Pepsi consumption until a specific age
when it is recommended by a doctor not to consume a soft drink. Given Pepsi’s position in
terms of product placement within demographics, it holds the youth market when compared
with Coke. As growth slows, the youth markets must continually be targeted to maintain
the consumption level of Pepsi as new consumers enter the market of soft drink consumption,
and other age out of it.
This strategy will over a long period of time prove to gain market
share of domestic soft drink consumption over Coke, while being offset by a slowing of the
overall consumption.
Figure 1
Figure_2
The subject proposal is targeted to use a
pull strategy through the distribution
channels, and is therefore focused on the
end user, or consumer segment of the
market.
Notwithstanding, the industry
overall (primarily Pepsi and Coke as
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outlined herein below) does not only sell directly to consumers.
A very prevalent
distribution channel is through licensed bottlers and restaurant chains.
A very strong
business to business transactional distribution channel exists in the soft drink industry,
and in fact 22.6% of all soft drink volumes are sold in a syrup for fountain soda. This is
100% business to business within the scope of these transactions. The remaining 77.4%
of packaged soft drink volume comprises primarily of business to business transactions to
retailer and bottling companies. (Figure_2) While PepsiCo Beverages North America
does not directly sell to consumers primarily, the subject proposal will stimulate demand
for the product at the end user level, and therefore result in more business to business
sales in order to meet that demand.
PepsiCo Inc. and Coke-cola Co. have dominated
the carbonated soft drink industry in North
America since they first entered this market.
They continue to compete with each other for
market share for centuries. Therefore, some
experts conclude that the soft drink market is an
oligopoly or even a duopoly between Pepsi and
Coke.5 By the year of 2006, PepsiCo has the
leading share (26%) of U.S. liquid refreshment
beverage market, followed by Coca-Cola which
has taken 23% of market share as indicated in the left chart. Cadbury Schweppes, another
big rival on the bottled soft drink shelves, obtained 10% by acquiring key brands in the
US, namely Dr. Pepper, Seven Up, and Canada Dry.
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SWOT Analysis
Strength
Weakness
 Branding and packaging
 Hard to enter markets occupied by
 Appealing to young generation
Coca-Cola
 Superior Taste (in Blind Tests)
 Lack of novelty in advertising
 Many distributions
Opportunities
Threats
 Global markets
 Health Conscious Consumer Trends
 Additional Youth Consumers entering  More substitutes
the market
“Manifesting brand essence through packaging is powerful at retail,” declares Ron Pence,
Pepsi Senior Marketing Manager for packaging innovation. Youth and vitality is the main
idea that the Pepsi brand tries to express, and the bottle design helps the brand associate
with teens at the age between 12 to 18 year old. Pepsi restyles its cans with a series of 35
new designs and different themes such as car culture, sport or fashion. On Pepsi website,
each theme has its own video clips which can be downloaded for free and other features
to attract consumers with the purpose of representing the “fun, optimistic and youthful
spirit “of Pepsi. The natural tendency of young generation is to rival with old generations.
Pepsi also use “music, which was traditional weapon of teenager to show their rebellion
approach”.7 Besides, a blind test conducted by Pepsi was performed in shopping malls,
grocery stores and other public locations, in which consumers were asked to pick the soft
drink they liked better, without knowing whether the cola they tasted was Coke or Pepsi.
As results came in, 57% of testers chose Pepsi and only 43% chose Coke. It became
apparent that Pepsi tastes better than Coke.14 In addition, Pepsi products are distributed to
many outlets. For example, supermarkets where Pepsi buys large shelf area and display
areas so the customer can find them easier, Convenience stores, gas stations, restaurants,
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movie theaters and almost and other conceivable spot.
Pepsi is now sold in more than 160 countries around the globe, but it still has a weakness
in the international beverage market because it entered later into this arena than Coke.
Pepsi has tried to enter this market by trying to do in three years what took Coke 50 years
to do. Nevertheless, Pepsi has to spend years “to mature simply due to Coke’s dominance
in the international market and the strong ties that Coke has developed with these markets
and their governments.”15 Additionally, when marketing its products, Pepsi utilize
celebrity endorsement mostly which bored some consumers due to lack of novelty.
Conversely, the success of fresh and creative advertise has consistently helped Coco-Cola
attract and retain customers.
The world is becoming a smaller place with investors thinking in terms of sectors rather
than geographic boundaries. Broad global markets, like China, India, can provide lots of
opportunities for Pepsi. We
may conclude from the tables
on the right that in 2004, 63%
PepsiCo’s profits come from
the United States 8, and in the
same year, the U.S. holds
30.90% of the global
market
share
under
Europe (showed in the
table
below),
which
means Pepsi still has
opportunities to compete
globally. Moreover,
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as
Pepsi targets young generation, additional youth consumers enter the market every year,
which provides Pepsi adequate consumer base.
For these decades, changing societal concerns, attitudes, and lifestyles become important
trends that force the soft drink industry’s business environment to change. Growing
health concerns for caffeine and sugar consumption threatens the carbonated industry.
The large amounts of sugar, fat, and acid contained in cola will lead to heart disease,
vascular diseases, osteoporosis or tooth decay. On the other hand, many other companies
have tried to enter the carbonated industry, but they face high barriers, such as lawsuits
and tough competition. Some of these companies end with searching for entering the
noncarbonated soft drink industry for growth. Consequently, some consumers will turn to
noncarbonated soft drink, such as bottled water, teas, instead of soda.
Environmental scan of today’s carbonated beverage marketplace
A quick glance at today’s beverage marketplace indicates an increasing amount of
beverage alternatives in the market. As such, these beverage companies must understand
the various factors that can help them succeed or fail. For instance, the increased
awareness of the importance of health has significant influence on soft drink industry.
Since most soft beverages comprises of unhealthy ingredients including High Fructose
Corn Syrup, the beverage industry faces an incredible threat to their reputation and sales.
Therefore, developing consumer-preferred products that can become an integral element
in consumers’ daily lives has become an essential issue for beverage industry.
Possible environmental factors are as follows:

Social environment

In 2004, 28 percent of all beverages consumed in the U.S. were carbonated soft
drinks. In the United States, 450 different types are sold and more than 2.5
million vending machines dispense them around the clock, including in
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elementary and high schools.

As consumers focus more on health and nutritional benefits of food items, it
has sparked a key new driver in trends throughout the beverage industry. The
result is the decrease in sales of carbonated beverages.

Competitive environment

Monopolistic competition: PepsiCo., The Coca-Cola Company,
Cadbury
Schweppes

The entire beverage industry, including but not limited to bottled water, juice,
other carbonated beverages, and ready-to-drink tea.


Recent growth and demand of sports and energy drinks.
Regulatory environment

In response to weight gaining and health concerns, the nation’s largest beverage
makers -- including Cadbury Schweppes, PepsiCo. and The Coca-Cola
Company-- agreed in May 2006 to halt nearly all soda sales in public schools.
Beginning in 2009, elementary and middle schools will sell only water and
juice (with no added sweeteners), plus fat-free and low-fat milk. High schools
will sell water, juice, sports drinks and diet soda. Diet sodas use artificial
sweeteners, which add little or no calories, though some, such as aspartame,
have been embroiled in controversy for years over their questionable health
benefits and even possible links to cancer.
Obviously, Pepsi is facing not only the transition of customer perception but also the
regulation stress. Besides, it always has it big and powerful competitor, The Coca-Cola
Company. Under this circumstance, strategy and innovation become the top issue of
Pepsi.16
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Competitor Analysis
The table below displays the various brands between PepsiCo. and The Coca-Cola
Company.
It appears that for every product on the market from one company, the other
company has an similar product to match it. This demonstrates the intense compeititve
nature of both companies to keep up or outwit the competition.
Differential Advantage
The Coca-Cola Company has the distinct advantage of being the most recoginzed brand
in the world.
It is considered the classic beverage in the United States as well as in other
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countires.
In fact, when Coca-Cola decided to change its forumula dubed “New Coke”
in response to Pepsi’s emergence, public outraged roared throughout the nation.
Fearing
mass boycott, the original Coke formula was quickly reinstated to satisfy the demands of
the public under the name “Coca-Cola Classic”.
Revered as the classic beverage, Coke enjoys the stature of being the market leader.
Coke appeals to a wide global audience in terms of demographics and popularity. One
side effect of being the “classic” choice leads to a larger share of older consumers.
PepsiCo. appeals to younger consumers with a more sweeter taste compared to Coke.
Pepsi presents itself as the hip and cool alternative choice over Coke. This is edvient in
the deep blue hues and patterns that Pepsi takes advantage of in its marketing compaigns.
Pepsi’s younger image is also aided by celebrities endorsement touted by the teen market
including Britney Spears, ‘NSync, along with popular rappers.
Self-proclaimed as “The Choice of a New Generation”, Pepsi devised television
commericials of younger consumers participating in blind taste tests. The participants
frequently perferred Pepsi over Coke. Eventually, PepsiCo. began hiring popular
celebraties to promote their products.
Resource Analysis
The Coca-Cola Company
The Coca-Cola Company’s flagship product, Coke, is sold in stores, restaurants and
vending machines in more than 200 countries. Originally developed as a medicine in
the late 19th centry by John Pemberton, it has evolved into a dominating figure in the soft
drink market throughout the 20th century.
The Coca-Cola Company licenses worldwide bottlers who hold territorially exclusive
contracts with the company. Cola cncentrate is sold to these bottlers who them produce
the finished cola in cans and glass bottles while using filtered water and various
sweeteners. The finished product is then sold, distributed, and merchandised to retail
stores and vending machines. Coca-Cola Enterprises is currently the single largest
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Coca-Cola bottler in North America, Australia, Asia, and Europe.
In addition to
licensing to bottlers, the company sells the concentrate to major restaurants and food
service distributors for use in fountain drinks.
The Coca-Cola Company envision a world in which…
They improve the lives in every community that they touch.
They replenish each drop of water that they use.
Their packaging is no longer seen as waste, but as a valuable resource for future use.
Workplace rights are protected and all people are respected.
They work in partnership with others to provide good jobs, world class quality beverages
and a healthy environment.
PepsiCo
The Pepsi Cola Company started in 1898 in Purchase, New York.
PepsiCo when it merged with Frito Lay in 1965.
It became known as
PepsiCo owned Kentucky Fried
Chicken, Pizza Hut, and Taco Bell up until 1997 when they were spun off into Tricon
Global Restaurants – which eventually became Yum! Brands, Inc.
In 1998 and 2001,
PepsiCo purchased Tropicana and Quaker Oats, respectively.
PepsiCo, a global American beverage and snack company, manufactures, markets, and
sells a variety of carbonated and non-carbonated beverages, as well as salty, sweet and
grain-based snacks, and other foods. PepsiCo also manufactures Quaker Oats, Gatorade,
Frito-Lay, SoBe, and Tropicana.(Figure_3)
In several ways, PepsiCo differs from its
competitor, The Coca-Cola Company, having almost three times as many employees.
The Pepsi Bottling Group was formed for distribution and bottling.
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Figure 3
Mission Statement:
We aspire to make PepsiCo the world’s premier consumer products company, focused on
convenient foods and beverages. We seek to produce healthy financial rewards to
investors as we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we do, we
strive to act with honesty, openness, fairness and integrity.
Values:
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results, and helps us understand
whether actions today will contribute to our future. It is about growth of people and
company performance. It prioritizes making a difference and getting things done.
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Empowered People means we have the freedom to act and think in ways that we feel will
get the job done, while being consistent with the processes that ensure proper governance
and being mindful of the rest of the company’s needs.
Responsibility and Trust form the foundation for healthy growth. It’s about earning the
confidence that other people place in us as individuals and as a company. Our
responsibility means we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between ourselves and others by
walking the talk and being committed to succeeding together.
Based on the pie chart above, PepsiCo and Coca-Cola have roughly the same market
share in the United States.
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Finacial Analysis Brief Overview
Overall, PepsiCo trumps The Coca-Cola Company in many financial categories – largly
in part from PepsiCo’s wide array of products throughout 4 divisions:
 PepsiCo International
 Frito-Lay North America
 PepsiCo Beverages North America
 Quaker Foods North America
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Egg Diagram
Analysis of the Target Market Consumers 3
Teenagers between age of 12 and 18 in
U.S.
Teens want to buy something real,
something from “corporations that remind
them of themselves”10. They don’t want
things that they are thought to like. They
something that pushes the boundary,
different than what they had before.
When teens find something they can
identify with and have the need that must
be satisfied immediately.
Who are they?
What do they buy?
When do they buy it?
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They quickly dismiss the products that
look like some 45-year-old guy trying to
sell them something. They easily recognize
the old product that was yesterday’s news.
They can tell what’s being “fake” and
what’s being “real”10
They pick a product because they believe
that product can express themselves13.
They can relate to someone like themselves
through this product.
They respond to something catchy. For
example those ads in magazine are brightly
colorful10, the flashy graphics suggest that
teens respond well to that type of ad
campaign; in cyberspace they respond to a
space created uniquely for them12. They
also respond well to products on sales.
How do they choose?
Why they prefer a product?
How they respond to a marketing program?
The target consumer market to stimulate demand within is the young teen market
between the ages 12 through 18 years old, geographically located within the United
States. This segment is compiled of the “Tween” market and the older high school
teenagers.
“Tweens develop sophisticated tastes beyond their years, with boys
gravitating toward electronic, Internet, and video games, and girls preferring fashion and
social interaction components” (Abernathy, 2004).
With the technology age with
computers and increasing demanding academic environment, tweens and teens have less
disposable time, and therefore product advertising attention is often tuned out.
“Tweens
spend their own money today: on average, $9 a week. Some experts estimate tweens have
close to $80 a week in disposable income available to them… Overall, the tween market
is valued at $43 billion” (Abernathy, 2004).
Beyond the tween market, the teenage high
school student will sometimes hold a part time job, and have more independent
tendencies. All in all, the 2000 U.S. Census estimates the U.S. population between the
ages of 10 through 19 years old to be approximately 40.6 million individuals.
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The goal of researching the target consumer is to accurately pinpoint the
consumer behavior in regards to our product. According to our finding, these teens and
“Tweens” are constantly searching for identities at their age. The most effective way of
appealing our product to them is to find a common ground. For example, there are
various reasons why teens and “Tweens” idolize certain celebrity. One of them is that
they can find bit and pieces of themselves in their celebrity idol. After all, who doesn’t
like to see himself/herself being a celebrity? So no matter what the product is, as long as
it possesses characteristic of the identity the teens and “Tweens” are searching for, they
will make the purchase. The teens and “Tweens” are still very young. They have very
vivid imagination and are highly visual. Therefore they are attracted to colorful pictures
in the magazines. It is usual for them to just look at the pretty pictures in the magazine
without reading the articles that supplement pictures.
According to the finding, these target consumers prefer products that are “real”.
By “real” they mean the manufacture genuinely create this product specifically for them,
at least it should appears to be. Since Pepsi Cola is basically for everyone, making it
appears to be special to teens and “tweens” are very important. These consumers prefer
individuality. Such preference is reflected in the finding that they are constantly in search
for a product that expresses themselves. The last thing these consumers wants is pressure
or stereotype that sometimes appears on the commercial and magazine ads.
Strategic Action Plan
The strategic alliance with Walt Disney will initially consist of (i) concert support of and
promotions at several of Hannah Montana’s concerts throughout the United States, (ii)
Pepsi promotion via seamless advertisement within the Hannah Montana aired shows by
having characters refresh themselves with Pepsi and also have Pepsi signs in the
background, and (iii) a sparingly aired Pepsi commercial endorsed by Hannah Montana
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to be promoted via the ABC channel network (a Disney owned network). A future
alliance holds the possibility of future benefits through Disney media networks and
consumption at theme parks and resorts. The concert support will come with signs at
the live shows and events, Pepsi sales at the concerts, and Pepsi commercial promotions
on the concert screens at intermission.
There will also be a special promotional event of
Pepsi Challenge tasting at the Pepsi center, which was previously near sell out for
Hannah Montana.
The seamless advertisement on the Hannah Montana show will
consist of the characters drinking Pepsi as refreshment in a natural environment along
with Pepsi signs in the background of the sets.
This will continue for two (2) years
during the strategic partnership, and be maintained on a very subtle level in the
productions. Twice a year over the two (2) year period ABC (A Disney owned network)
will air a Pepsi commercial of a music video of Hannah Montana singing the Pepsi
Theme song. As part of the strategic alliance, Disney is giving a low market rate for
airing over the network.
ABC has been topping the charts with hit series and has been
expanding viewer base considerably over the past decade.
The Denver Post
summarized the market impact this pop idol holds as:
“When an episode of "Hannah Montana" followed the debut of "High School
Musical 2" this fall, the movie sequel got all the buzz, but the episode of
"Hannah Montana" averaged 10.7 million viewers - the highest ratings for a
regular series in the history of basic cable. The Disney Channel's 90 million
subscribers can watch "Hannah Montana" daily, sometimes as often as seven
times a day. An average 2.2 million viewers see each episode. The show also
airs weekly on ABC's Saturday morning block, and is licensed in 177 countries.
Of course "HM" is available around the clock as streaming video on computers
and on iTunes. Compared to the ratings of all shows on U.S. television,
"Hannah Montana" is second only to "American Idol" among kids 6-11 and
tweens” 2 (Ostrow, 2007).
Utilizing Walt Disney’s ‘tween’ star Hannah Montana for endorsement will
provide awareness and positive associations with the Pepsi brand of carbonated soft
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drink. This pop star idle will build significant brand equity within the demographics of
young females between the applicable ages of 12 through 15 years old.
This will
predictably improve vending machine sales at middle schools and high schools, as well as
sales at grocery stores for their respective homes.
It will also build repertoire with the
respective mothers who also attend the concerts and watch the shows.
The mothers of
the daughters are in fact the ultimate purchasers (and also partially the ultimate
consumers in some cases) of the product, while their daughters are the influencers and
ultimate consumers. The daughters of families will typically have a greater influence
over the parents as purchasers in American families more so than comparable aged boys.
This is primarily due to the value system of the parents to typically spend more attention
and money on the daughters of the family, as young females are seen to need more care.
This depicts why Hannah Montana is a highly effective endorsement for Pepsi within this
demographic.
This strategic relationship with Walt Disney will provide the future
potential for a stronger partnership with Walt Disney, thereby opening the possibility of
Pepsi consumption within the theme parks and resorts, while opening a powerful media
network to younger audiences for future promotion channels.
Kanye West will build brand equity in the male teen market between the
applicable ages of 14 through 18 years old.
A male target of the upper teen years is
deemed more effective, due to males in their teens practicing habits of independence and
having allowances for spending. His aired TV commercial will be on ABC similar to
Hannah Montana, however it will be aired three times a year over the two (2) year period.
The commercial content will be his version of a Pepsi theme.
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Works Cited
1
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28, 2007 from http://www.pepsico.com/PEP_Company/Overview/index.cfm.
2 Ostrow,
Joanne (Oct. 19, 2007). ‘Disney Wields Its Marketing Magic.’ Denver Post.
Retrieved October 29, 2007 from
http://www.commercialfreechildhood.org/news/disneyweilds.htm.
3 Abernathy,
R.W. (November, 2004). Tween Market 101.
TD Monthly.
Retrieved
October 29, 2007 from http://www.toydirectory.com/monthly/article.asp?id=918.
4
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14
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http://www.gccrm.com/eng/content_details.jsp?contentid=2073&subjectid=101
15
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16
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